Directly responsible for leading, developing and executing the commercial strategy for traditional trade channel. 5 direct reports.Responsible for the developing and executing of all commercial activities for clients JUBP. (Alianza, Duero, Consuvino, Decasa, Vinos América, La Europea, Garis, Cava Sautto).Accountable for profitable growth for traditional channel 52% value total company, 52% volume SI / SOResponsible for commercial planning investment and activation for the trade spend by client (Back margin) Accountable for developing clients no specialized in wine and spirits industry.  Contributed almost 70% of the growth in Sell Out total company during the last 4 years 388k 9lt cs. Delivery consistently great performance to enable a double-digit growth in Sell in value + 54% Sell Out value +38% Reached the best NSV of the last 25 years, significantly reducing the inventory levels, reduce % of overdue to only 1 %  Restructure team and develop commercial conditions and A&P investment. Creator of high- performance culture, with focus to develop stronger relationships with our customers and collaborative team. During pandemic (5 months march to July 2020) responsible for the modern trade channel too

Directly responsible for lead, developing and execution commercial strategy for Modern Trade channel 5 direct reports.Responsible for developing and executing of all commercial activities for clients JBP (Walmart, Sam’s, Soriano, Chedraui, Costco, Oxxo, City Fresko, HEB, Liverpool, PH, Circle K).Development of profitable growth for Convenience Stores, Self Service Stores, Cash Carry and Department stores, 49% value total company 48% volume.All commercial planning investment and activation for the trade spend by client (Back margin)Accountable for developing spirits category, mainstream portfolio and premium brands. Great ability to create value and build profitability long commercial relationships, delivered +6.7% Sell in volume year on year and +7.2% Sell in value year on year. Improve KPIs such as in stock from 87% to 96%, fill rate from 89% to 92%, DSO from 120 to 75 days, forecast accuracy from 50% to 85%, recover bad debt 30 million MXN. Restructuring and developing commercial and CPFR teams, achieving in-plant collaborative work in only 6 months with Sam’s Create and promote team building and collaborative work with multifunctional areas such as finance, logistics, marketing and customer marketing.

Responsible for the development and profitable growth for alternative distribution channels (Convenience, detail and distributors) Control and monitoring subscribers add, activations and export of new telephone lines. 800,000 SA $128 million MXN. Opening and development of customers in the different channnels (Oxxo,Seven Eleven, Farmacias del Ahorro, Garis, Z, Scorpion,Dunosusa). Delivered growth +21% SA vs LY. Development and execution of business partnerships (Bimbo, Bonafont, Six, Modelorma). Creation and implementation of plans for the development of functional capabilities of the commercial team.

Responsible for leading the business relationship between Whirlpool and Walmart group through a multifunctional team of 5 people. Developing strategies for generating sustainable value growth in the long term 290 K units, $299 million MXN. DCM. Development and implementation of the annual business plan by customer (Walmart Supercenter, Walmart.com,Bodega Aurrera y Sam’s). Responsible for coordinating the efforts and initiatives between different areas of the company to create value through the understanding of customer needs and end users (Marketing,Logistic,Finance and operations). Monitoring and control of accounts (forecast, scorecard, commercial budget, credit notes, collection). I reduced the trade deficit of $ 24 million MXN to $1.9 million MXN DCM growth +45 % vs LY Sam’s and + 5 % Supercenter Improve business indicators such as forecast accuracy from 45% to 95 %, Fill rate from 50% to 85%. Started CPFR process model to Walmart Supercenter and Bodega Aurrera.

Responsible for developing and execution the business strategy of the division supported on four pillars distribution, brand building, commercial structure and exports 60 thousand 9l cases, $69 million MXN DCM Development and execution of business strategy for all distribution channels (Traditional, Modern Trade and On-trade).  Opening and development of customers in modern trade channel (Soriana,OXXO, HEB, Palacio de Hierro, Chedraui, Liverpool)  Opening and development of customers in traditional channel (La Europea, Alianza, Vinoteca, Operadora Prissa) Development of the On -Trade Channel Wines and spirits in the mexican market (Mty, Valle de México, Cancun, Playa del Carmen, Mérida) Grupo Posadas, Grupo Chilanguita, Cinbersol.Grupo Sofa, Papabills. Classico Successful launch of “Ron Caribe” in the mexican market turnover 8,200 cases .35 % market share

Responsible for restructuring and lead the new business model, with a team of 36 people, 8 direct reports.JBP development and execution of Key accounts traditional channel (La Europea, La Castellana).JBP development and execution of Key accounts on premise channel (Grupo Fishers, Classico, Hyde, Sense, Papa bills, Suntory, Angus, Estoril).  Considered among the top 32 global sales career in Diageo. Be achieved within Top 3 “Line Manger” best evaluated by his team. Project leader in the execution of the S&OP process for the commercial area. National leader who plans and executes sessions of “Team Building” Diageo One /Great Place to work.